MEC’s post IPL3 study shows Vodafone as most recalled brand

27 May, 2010


MEC, a leading media agency (www.mecglobal.com), have wrapped up their IPL analysis with a post IPL consumer research that studied 3 areas:

1. Viewing patterns
2. Brand Associations
3. Team and player preferences

The sample included 900 people from 10 cities.

The research showed that two thirds of viewers sampled felt that they watched more of the IPL in 2010. This is more pronounced among Men, Youth and SEC A /B. Women juggled to fit in their regular shows despite the IPL.

For brand associations, DLF and Vodafone were the top-of-mind associations. Vodafone surged ahead of DLF in terms of total recall. Other brands that gained significant recall compared to season 2 included Samsung, LG, Nokia and Pepsi.

An interesting development is that the brands that had an integrated mix of On-the--ground, team and On-Air presence derived the best value from their sponsorship.

Shubha George, Chief Operating Officer, MEC South Asia said: “We at MEC have always advocated that there is a right way to activate sponsorships in order to provide the best results and value from a brand’s investment. This has been proven by the research. The top 2 brands in terms of the most efficient recall to investment are Kingfisher and Nokia. Neither of these brands were the top on-air advertisers. In fact they ranked #47 and #40 in terms of number of spots on TV. But, because of their right mix of team associations and activations, along with TV advertising, they have come out winners.”

George added: “If I were Vodafone, I would start to think hard about IPL4. Theirs is a classic case of highest recall, but they have hit a plateau. There is a clear need to relook the on-air / on-ground / team mix for such high recall brands as Vodafone. More of the same will prove inefficient in Season 4.”

Nokia also scored with its KKR association. Theirs was the most recalled team sponsorship, followed by Aircel and Chennai Super Kings.

The new mobile handset brands launched have had mixed fortunes, with Maxx mobile being the only one with some recall. Both Micromaxx and Karbonn failed to post any consumer recall.

Sachin Tendulkar and Mumbai Indians emerged from IPL 3 as the most popular player and team. Mumbai Indians go into season 4 with the maximum people supporting them. Keiron Pollard’s heavy hitting has made him the most popular foreign player of the tournament.
87% of Indians believe that the IPL will become even more interesting as the seasons progress.

The single most important factor for this is tougher competition between the teams.
For the IPL itself, it will be important to ensure that expanding franchisees does not come at the expense of quality of players, team compositions and competitiveness.

*Among Adults, 15+, SEC ABC


For more information, please contact:
Shubha George
MEC
shubha.george@mecglobal.com  
DID: +91 22 67403804

About MEC
We deliver value by creating, implementing and measuring communication solutions that actively engage people with brands.
Media planning and buying ~ Digital media ~ Search ~ Performance marketing ~ Social media ~ Analytics and Insight ~ Sport, Entertainment & Cause ~ Multi-cultural ~ Content ~ Retail ~ Integrated planning
Our 4,000 highly talented and motivated people work with domestic and international clients in 84 countries. We are a founding partner of GroupM. To find out more, visit us at www.mecglobal.com

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